Value for money’ is being redefined - where is it from, why, does it fit in with my lifestyle, is it sustainable, transparency (open kitchens, hygiene ratings, supplier sourcing), local (plot to plate - look at The Pig), artisan, ‘teach-me’ and above all wellness is taking over from financial decision making.  Food with meaning is taking choice beyond price, status and materialism.   Wellness is trending up and wellness here means an intrinsic health benefit.  So already we're seeing plenty of 100 calorie snacks, great salads, low carb options, healthy snacking, heart health, energy, diabetes, kids health, etc etc. 

Look out for more healthy options across town and detailed descriptions on “healthy” menus—including gluten-free fare as well as lots more “under x calories” items (Harvester).  After all why not - anything that helps the customer to choose (and choose you!).  In the US, limited-time offers (including seasonal fare) are trending up, not only because they attract attention, but also because they don’t require posting nutritional data that consumers would rather not know.

In terms of what that means on the menu, “eating a little better” is translating into menu changes such as slightly-lower-sodium (Pret, Subway), alternative natural types of sweetener (Leon), slightly-more-glamorous sea salt (SixSenses); “eating better some of the time” is leading to more innovations like “Meatless Mondays.” which is big in the states.  Gluten-free menus are growing even though only a tiny portion of the population suffers from celiac disease. But allergy sufferers aren’t the issue: Consumers are increasingly convinced that anything added to food is objectionable – and phrases like gluten- and lactose-free somehow sound healthful and reassuring, and perhaps organic – even though this is irrational.  And then on the other hand, look out for more 'putting in good', instead of taking out bad.  After years of taking away “nasties” such as salt, transfats, artificial flavours etc , the supermarkets are full of additives that make you healthier and more beautiful.

And the thought process behind menu description is beginning to reflect what caterers want people to infer from certain menu items; what gives people meaning, perhaps a ‘safe haven’, or psychological security in these economically turbulent times. Particularly, what makes the meal a more emotionally memorable experience. This is the opposite of old school “menu engineering” as the intention is not to reduce value by stealthily playing with portions and prices (albeit its happening). The idea is to shift the conversation away from financial issues and to get customers focused on personal well-being. 

Caterers might take note of techniques like adding omega-3 and plant sterols to breads to alleviate stress and lower cholesterol; antioxidants and probiotics to improve your immune system; vitamins to bottled water; and various unpronounceables that blunt your appetite so you’ll (maybe) lose weight.  

Watch out for mixologists joining in by concocting good-for-you cocktails with “enhanced” beverages on the theory that you can drink yourself into good health and become beautiful at the same time. Guarana, acai, goji, green tea, hibiscus, acerola are the beverage buzzwords. Similar ingredients are creeping into fast food beverages, too. Move over, dieticians; looking good rises to the top of the menu. Followed, soon, by an emphasis on “brain health.”